Turn off comments on ads?

Meta’s made several announcements about new features during Advertising Week 2024. This is one of them.

Where to Find It

At the bottom of your ad set, under Placements, click See More Options.

If you have this update, it will appear under Inventory Filter.

New: Control comments on your ads. Now you can turn off comments for all Facebook and Instagram feed ads in an ad set.

You’ll have two options:

Meta says that Comment Controls are currently available to a limited number of businesses, and they’ll test and iterate before rolling it out more broadly.

Should You Use This?

You probably don’t have this yet, but should you use it when you do?

On the surface, it sounds awesome. It’s a feature that’s been requested repeatedly over the years. You no longer need to deal with trolls and spam comments. No more replying, hiding, reporting, and deleting.

But, Meta uses comments as a signal for ad quality. Engagement drives virality. Turning comments off will likely drive up costs.

While this will make sense in a small minority of situations, use it as a last resort. The danger is that advertisers will turn off comments out of laziness. Don’t let that be you.

Do you have this? Will you use it?